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Pure Beginnings skin care range

Pure Beginnings Baby and Children’s products combine certified organic and native fair trade African ingredients"

Britain’s leading department store, John Lewis, announces a new addition to its baby care family with the launch of one of South Africa’s most trusted organic personal care brands, Pure Beginnings.

This eco and vegan friendly skincare range comprises five pH-balanced products that are manufactured to organic standards without the use of petrochemicals, parabens, synthetic fragrances, colourants and sulphated surfactants to care for little ones sensitive skin.

Endorsed by Beauty Without Cruelty South Africa, " Pure Beginnings Baby and Children’s products combine certified organic and native fair trade African ingredients" that have been ethically sourced from Fair Trade Initiatives in Sub-Saharan Africa, with traditional herb botanicals. The products are also accredited by Phytotrade Africa¹, a non-profit trade association whose purpose is to alleviate poverty and protect biodiversity in the region by developing an industry that is not only economically successful but also ethical and sustainable.

The Pure Beginnings product range comprises:

Baby Bum Cream with Baobab – £10.15/125ml – an effective daily barrier cream with natural anti-fungal, anti-bacterial and anti-viral properties. Made with baobab fruit extract² and tea tree leaf oil, it can be used to treat nappy rash³, relieve sores, stings and bites, and is also ideal for anyone suffering from eczema or sensitive skin conditions.

Baby Wash & Shampoo with Baobab - £8.15/200ml – a rosemary and geranium scented all-in-one baby wash and shampoo with baobab fruit extract, that is effective on cradle cap.

Baby Body Lotion with Baobab - £10.15/200ml – mildly scented with rosemary and lavender, and featuring anti-oxidant rich baobab fruit extract as well as skin-nourishing shea butter, this lotion will hydrate baby’s skin leaving it feeling silky smooth.

Bubble Bath – £7.50/250ml – created for children of all ages, this SLS-free citrus and ylang ylang scented bubble bath will help make children’s bath-time fun rather than a chore.

Berry Toothpaste – £3.60/75ml – designed for children of all ages and suitable for teething babies, this safe-to-swallow toothpaste is free from SLS and fluoride, and has a fantastic natural raspberry flavour to help encourage kids to brush their teeth regularly. It contains xylitol, which has been endorsed by dental associations worldwide for its ability to inhibit the growth of bacteria that cause tooth decay.

Pure Beginnings can be found in most John Lewis department stores⁴ and online at For information, see or call 020 7602 2249.


Notes to editors:
 About Pure Beginnings: Founded by husband and wife team Bruce and Kate Moore-Gordon, Pure Beginnings (Pty) Ltd was established in 2007 and is headquartered in Durban, South Africa. The company is committed to Fair Trade practices, ethical sourcing and protecting diversity. The UK is its first export market.

¹ PhytoTrade Africa’s Baobab project has also received £500,000 funding from Comic Relief. The funds will go to support the only high quality, sustainable and ethical supply of baobab fruit powder from Africa. Baobab Manager, Rosie Abdy Collins says: “The funding will help us to further develop our supply chains to really improve the livelihoods of rural producers in Africa. We’re going to see Baobab in a whole range of delicious new food and drink products, and even on the menus of top London restaurants!”

²The treasured Baobab tree is also known as Africa’s ‘Tree of Life’. This historic tree has been a source of food, water, shelter and traditional medicine for its indigenous people. Baobab extract is high in vitamin C and anti-oxidants, as well as vitamins A and B. It is now being hailed as the ‘ultimate superfood’ and is set to enjoy global popularity. Baobab will feature at the Good Food Show, a Baobab raw food event at the Inspiral Lounge in Camden and the Eden Project.

³ If there is NO improvement in the rash after 3 days, it is advisable to take your baby to the doctor, as a secondary infection may have set in.

⁴ Bluewater, Brent Cross – London, Cribbs Causeway – Bristol, Cambridge, Cheadle, Edinburgh, Glasgow, Kingston, Liverpool, Milton Keynes, Newcastle, Nottingham, Oxford Street – London, Peter Jones – Sloane Sq, Reading, Solihull, Southampton, Trafford – Manchester, Watford, Welwyn

Click here for Pure Beginnings high res image library.

For further information and review samples, please call Tracey Robinson at Vert PR on 01288 321843, email tracey@ or tweet@vertpr

This press release was distributed by ResponseSource Press Release Wire on behalf of Vert PR in the following categories: Children & Teenagers, Health, Women's Interest & Beauty, for more information visit